72% Indian businesses have CEM solution against 59% globally and 84% in China: Avaya study

An Avaya study said 72 percent of Indian businesses have a customer experience management (CEM) solution against 59 percent globally and 84 percent in China.

Globally, 81 percent of those who have seen a significant increase in profits have a CEM program in place, compared to those who have seen profits remain static (46 percent) or suffered a decrease in profits (35 percent).

88 percent of customers globally would rather spend their money with companies that make it easy for them to buy, said Avaya.

In comparison, India respondents felt the strongest about the importance of CEM in organizations with 75 percent of business managers in India describing CEM as extremely important, followed by Mexico (67 percent),the US (59 percent) and Brazil (59 percent).

80 percent of the Indian customers expected to be treated as unique, with companies automatically delivering communications tailored to an individual’s preferences. 49 percent of companies deliver on this.

58 percent of companies in India are able to provide customer-facing staff with a single customer view in real time when a customer contacts the company. This is the higher in India in comparison to the other BRIC countries- China (48 percent), Russia (46 percent) and Brazil (43 percent).

45 percent of companies say that they can link communication across different channels (e.g. web, phone, social media etc.). 80 percent of the customers expect organizations to offer them a wide variety of contact methods and for customer-facing staff to be fully up to speed on past conversations, emails and tweets etc.

47 percent of companies say their customers can be automatically notified by their corporate technology systems of potential problems (e.g. late order, stock issues, delivery problems etc.) and proactively offered solutions.

45 percent of Indian businesses can automatically produce in real time a record of a prospect’s contact history across all communication channels from the first point of contact, even if they have not become a customer.

93 percent of customers in the country say the way a company treats them before they actually spend any money has an impact on how they feel about that company going forward.

“A majority of businesses acknowledge the need for a comprehensive CEM program, but somehow fail to deliver on what it takes to implement one. The gap in India is quite wide as 80 percent of customers expect to be treated as unique whereas only 49 percent of companies deliver on this aspect,” said Johnson Varkey, director, Contact Center Sales, India and SAARC, Avaya.

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